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Arts Sponsorship Versus Sports Sponsorship: Which Is Better for Marketing Strategy?
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial Marketing and Entrepreneurship.ORCID iD: 0000-0002-1289-4510
Hong Kong Baptist Univ, Dept Mkt, Kowloon Tong, Hong Kong, Peoples R China..
2019 (English)In: Journal of Nonprofit & Public Sector Marketing, ISSN 1049-5142, E-ISSN 1540-6997, Vol. 31, no 4, p. 428-450Article in journal (Refereed) Published
Abstract [en]

This paper identifies the distinctive features of nonprofit arts sponsorship relative to profit driven sports sponsorship and shows that although arts sponsorship has been little researched, it is a potentially important means of marketing. The methodology employed was a literature review on sponsorship that attempted to distinguish arts sponsorship from sports sponsorship. Then, we present the findings from 23 in-depth interviews with arts sponsee managers, to reveal how they see themselves (as sponsees) being differentiated from sports sponsees. The literature and interview findings are brought together in a discussion that highlights the differences between arts sponsorship and sports sponsorship in terms of target audience, the relationship cost/benefit, range of emotions elicited, awareness, marketing metrics, goodwill, and learning potential. Finally, suggestions are made for future research.

Place, publisher, year, edition, pages
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD , 2019. Vol. 31, no 4, p. 428-450
Keywords [en]
Arts sponsees, arts sponsorship, marketing, sponsorship, sports sponsorship
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kth:diva-265906DOI: 10.1080/10495142.2018.1526748ISI: 000499957300004Scopus ID: 2-s2.0-85054759744OAI: oai:DiVA.org:kth-265906DiVA, id: diva2:1382466
Note

QC 20200103

Available from: 2020-01-03 Created: 2020-01-03 Last updated: 2020-01-07Bibliographically approved

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Toscani, Giulio

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